2010 Email Benchmarks

Sometimes, just sometimes, it seems like the planets align and something shows up in your email box exactly at the moment you want it. Lucky for me, my planets aligned yesterday and I received “The Epsilon Q1 2010 Email Trends and Benchmarks” study in my inbox.

Standard performance metrics for delivery, open and click rates seem to be something most of us look for, I’m sharing the highlights here.

According to Epsilon, opens, clicks, volume and non-bounce rates all increased compared to 2009. Here are the average findings:

Non-bounce rate – 94.7%

Open rate – 22.4%

Click through – 6%

However, as always, remember that these rates vary by industry, and type of campaign. These metrics are just guidelines.